How do you figure out what actually drives sustainable packaging choices?

Question

Working on a project for a CPG client and trying to understand if eco-friendly packaging really moves the needle or if it's just what people say. Any methods that worked well for you?

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Priya Sharma · Answer

Conjoint analysis is your friend here — it forces trade-offs so people can't just say 'yes' to everything including eco-packaging. We ran a choice-based conjoint for a snack brand last year and found sustainability ranked 4th behind price, taste cues, and convenience, which totally contradicted their survey data. Combine that with some in-home ethnography to watch actual purchase behavior and you'll get a much clearer picture.

How do you figure out what actually drives sustainable packaging choices?

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